![]() ![]() If you’re asking questions like phone number or country, you should suggest a default phone extension or country based on the user’s IP address. When choosing which question field type to use, try to optimise for as fewer clicks as possible. When Microsoft changed its shutdown prompt from a clickable shutdown icon to a dropdown box, they found that fewer people were shutting their computers down – just because of an additional two clicks. Choose field types that reduce the number of clicks required to complete If your form has more than six fields, it’s considered good practice to group questions into logical sections or steps. Group related fields together into sections or steps In one simple example, BettingExpert received 31.54% more sign-ups by changing their form title and call to action to emphasise why people should sign up. While extreme, this example illustrates the role that motivation plays in form optimisation. ![]() The promise of a Ferrari would give people the motivation to push through, despite the long and poor user experience. Well, not if you gave everyone a free Ferrari for completing it. Imagine you had a long form that took an hour to complete. The only exception to this rule is when asking for dates (day, month, year) or time (hours and minutes), where multiple fields are expected to be on one line. Avoid placing questions side-by-side.Įye-tracking studies have shown that simple one-column layouts are better than multi-column layouts with questions positioned side-by-side. There is one acceptable alternative to top-aligned labels, which I’ll discuss in point #16. This is because it requires fewer ‘visual fixations’, as illustrated in the diagram below. Google’s UX researchers found that aligning labels above fields on the left-hand side increased form completion time. Top-left aligned labels are best for readability & completion Using conditional logic, their visitors could tell them precisely what service they were looking for just by clicking a series of icons.Ĥ. One of our clients used this feature to create a unique enquiry form for their web agency. This technique reduces the average length of your form, while also reducing form abandonment by not displaying questions that might be irrelevant to certain users. Use conditional logic to shorten your formsĬonditional logic (sometimes called ‘branch logic’) is where you only display a question if a user has answered a previous question in a certain way. Marketo also found that a few non-essential fields were inflating their cost per lead by ~25%.Įvery additional field in your form is losing you leads – so consider whether each question justifies the incremental loss in leads or opt-ins. This is, again, based on numerous proven cognitive biases such as the endowed progress effect.Įxpedia lost $12 million per year by asking one additional question (company name) in their booking form. By seeing a progress bar, users are more motivated to complete the form.By asking for sensitive information (email, phone) on the final step of a multi-step form, users are more likely to fill out these fields – otherwise they lose the progress made by filling out the previous steps (this is a proven cognitive bias known as the ‘sunk cost fallacy’).The first impression is less intimidating than a long form with lots of question fields.There are three reasons why multi-step forms work so well: We’ve tested this across all kinds of lead generation forms, from webinar registration forms to B2B enquiry forms, and consistently we’ve found multi-step forms out-perform generic single-step forms. Splitting your forms into two or three steps will almost always increase form completion. Multi-step forms out-perform single-step forms Forms are highly-contextual and depend on more than just the design of the form itself to convert well. Below are 58 of the best insights I’ve come across on form design from seeing countless form design A/B tests, and studying the work of companies that have invested heavily into form optimisation.Īs this post is quite comprehensive, I’ve broken it into eight sections:īefore we jump in, I should caveat that while most of the tips are based on statistically valid experiments ran across numerous sites and industries, they shouldn’t be taken as gospel. ![]()
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